Trust is not associative (non-symmetric)
Trust relationships are not automatically two-way. Just because Party A trusts Party B it does not automatically follow that Party B trusts Party A.
Trust is not transitive
Just because trust has been established between Party A and Party B, it does not automatically follow that Party A will trust everyone that Party B trusts or Party B will trust everyone that Party A trusts.
Trust is always between exactly two parties
Trust is always established between two parties. This may be between two individuals, an individual and an organisation, two organisations, an organisation and a partnership between two other organisations and so on. Just because there is trust between two parties does not mean that there is trust between everyone within those parties. Party A may trust the partnership between Party B and C but will not automatically trust Party B or Party C individually.
Trust will involve either direct trust or recommender trust
Direct trust is where one party trusts the other party directly and recommender trust is where one party trusts another party based on the recommendation of a trusted third party.
Question 2a
Have a look at the following websites. What are some of the elements that have been incorporated to increase your trust in the sites? If there are some aspects which decrease your level of trust describe them as well.
http://www.eBay.com.au
Some elements incorporated in this website to increase trust include a help centre to explain how to buy and sell on eBay and how to protect yourself. A discussion board where you can chat with other eBay members, an answer centre for member to member questions, a site map to allow for easy navigation of the site, the ability to use Paypal to settle transactions, a security centre that discusses all aspects of security on eBay and a feedback forum.
We have gone into alot of detail about EBay and trust, security and community feel before in previous weeks questions, so I will not paste specific examples as you would have seen them before.
Some elements incorporated in this website to increase trust include a help centre to explain how to buy and sell on eBay and how to protect yourself. A discussion board where you can chat with other eBay members, an answer centre for member to member questions, a site map to allow for easy navigation of the site, the ability to use Paypal to settle transactions, a security centre that discusses all aspects of security on eBay and a feedback forum.
We have gone into alot of detail about EBay and trust, security and community feel before in previous weeks questions, so I will not paste specific examples as you would have seen them before.
http://www.anz.com.au/
The ANZ website incorporates a number of elements to increase trust including a logon to internet banking, where individual registered number and password is used to log on. No user information can be obtained without being able to correctly enter these in.
The security and privacy statement includes:
About this Security and Privacy Statement
Security of information
Information collected
Collection of IP addresses
Advertising and tracking
Cookies
How we handle Email
Use and Disclosure of Information
Acceptance and Changes to Security and Privacy Statement
The ANZ website incorporates a number of elements to increase trust including a logon to internet banking, where individual registered number and password is used to log on. No user information can be obtained without being able to correctly enter these in.
The security and privacy statement includes:
You can click on any of these to see full information about the settings. They are clearly written out and definition of words such as 'cookies' and explanation of what they are is also included to ensure everyone can understand the statement.
I would like to highlight the collection of IP addresses. This I have pasted below. Have a read, and my opinion is that any one reading this would feel sense of trust using this site, simply based on this security statement.
It is necessary for ANZ to collect your IP address for your interaction with various parts of the ANZ website. Your IP address is the identifier for your computer when you are using the internet.
For instance, ANZ collects and stores your IP address when you log into ANZ Internet Banking. As part of our security for ANZ Internet Banking, ANZ uses this information when we attempt to detect and prevent fraudulent transactions in Internet Banking. We store your IP address for security and audit purposes. Your IP address will not be used by us or released to any third party except in the case of security, inappropriate behaviour or fraud issues, such as unauthorised access to your or our computer systems or fraudulent transactions.
Contact details are important! They cant create trust as ANZ have very detailed list for various types of enquiries. Mainly for when customers have issues such as "Report a hoax" or "stolen credit card". Having this list and having seperate contacts like this shows customer how serious ANZ takes their enquiries. Also means they do not have to listen to 25 options on a main phone line. They can direct themselves to the correct department. See the list below, I find it to be quite impressive. Availability of time is there and also an alternative online option is available.
ANZ probably relies as much on its reputation as one of Australia's four major banks to create trust as it does on anything on its website. Also customers generally looking for best interest rate and home loan option rather than trust. I think everyone has trust in banks, expcept that minor mishap that Bendigo Bank had with releasing customer information over the web........ but I think that was more of an internal staff issue than their website.
ANZ probably relies as much on its reputation as one of Australia's four major banks to create trust as it does on anything on its website. Also customers generally looking for best interest rate and home loan option rather than trust. I think everyone has trust in banks, expcept that minor mishap that Bendigo Bank had with releasing customer information over the web........ but I think that was more of an internal staff issue than their website.
http://www.thinkgeek.com/
I found this site had o navigate around, but perhaps you need to be a geek as the name suggests, to understand some of the navigation. As you will be able to see below, the security is not as 'full on' as ANZ site may be.
We take your privacy very seriously. We will never rent or sell your information to any third parties, we only use the information we collect from you to convey your order information, or to send you catalogs and e-mails at your request.
Please read our Official Privacy Policy for more information.
Absolutely! We take security very seriously, and we do whatever we can to protect our customers' sensitive data. Credit card information for web orders is protected in the following ways:
I found this site had o navigate around, but perhaps you need to be a geek as the name suggests, to understand some of the navigation. As you will be able to see below, the security is not as 'full on' as ANZ site may be.
Privacy
What is your Privacy Policy?We take your privacy very seriously. We will never rent or sell your information to any third parties, we only use the information we collect from you to convey your order information, or to send you catalogs and e-mails at your request.
Please read our Official Privacy Policy for more information.
Security
Is ordering on your site secure?Absolutely! We take security very seriously, and we do whatever we can to protect our customers' sensitive data. Credit card information for web orders is protected in the following ways:
- 128-bit encryption to and from the servers and web browser.
- Credit card numbers are not stored in our database. We keep on file only the last 5 digits in cases where we need to verify the card that was used.
- Once the information is transmitted to our servers for processing, we use even stronger encryption in the back end to transmit the request to our payment processor to verify the credit card and place an authorization for the order total.
- If the authorization, address verification and risk assessment all clear, the order is accepted and a one-time unique ID is associated with the order for purposes of billing the previous authorization. This ID cannot be used to place further authorizations or bill more than the original auth. It contains no identifiable link to the credit card number.
- Once that ID has been used to bill the order (which happens only once the order begins shipping), it is no longer valid and cannot be used to authorize or bill again.
Altough the information is direct and targeted towards the websites target market. Unlike ANZ where it needs to cater for all people, of all intelligence levels.
Regular online shoppers would probably be confident with these security measures, but new or few time shoppers may be hesitant in the way it is presented with monkies and formatting.
Question 2b
http://www.paypal.com.au/
The Paypal site is all about creating trust. Immediatly after entering the website you can see a 'security' section
The Paypal site is all about creating trust. Immediatly after entering the website you can see a 'security' section
Security
PayPal has partnered with Crime Stoppers to help you stay safe online. Learn how to identify fake and phishing emails and find out how PayPal helps prevent fraud and protects eligible purchases.
And another great feature that really gets that trust over the line is the Crime stoppers picture associated with this security section. I dont think any one could say this site is not trust worthy. The approach paypal takes is showing how secure and trustworthy they are, but also teaching users how to be safe on their other transactions on the web.
If a website uses paypal as a payment option, users or businesses will not hestiate to purchase items.
I dont believe there are any negative features of this site.
Question 2b
Find a web site yourself that you think looks untrustworthy.
A website that I think looks untrustworthy is http://www.buyandsellaustralia.com.au/ This is a website that brings buyers and sellers of items together much the same as eBay. The reason I find it untrustworthy is that unlike eBay, it does not incorporate any safety measures. There is no feedback mechanism, just a few seller testimonials (which seem a bit suspect) and no buyer testimonials at all. There is also no means of contacting the owners of the site if anything goes wrong. The "Contact Us" tab simply brings up a form to be filled in for the owners to contact you. Whilst the website and the people using it may very well be legitimate, I would be very reluctant to purchase anything listed on it unless I could afford to lose the money involved.
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